Naperville pet food store caters to customers who want fresh chow for their furry companions

Business: Pet Wants Naperville

Address: 630 E. Ogden Ave., Naperville

Phone/website: 630-352-6062, www.petwantsnaperville.com.

Owner: Jaclynn Berna, 32, of Woodridge

Years in business: Started in February

What do you do? “Our food is only Pet Wants branded. We don’t have other bags of food. Our food is fresh, cooked in small batches. It’s slow cooked at lower temperatures, so there’s more protein, nutrients and moisture in it,” Berna said.

What’s the background? “This storefront has been open since June. I started as a mobile business in February. Free delivery. … We did craft shows, a ton of farmers markets this summer in Lisle, Aurora, Bolingbrook, Plainfield.”

Do you have a pet dog? “Yes. His name is Augie. He’s a Rhodesian ridgeback German Shepard, pit bull mix. He weighs 95 pounds.”

Why do you own this franchise? “I was sick of the corporate world. I was a logistics manager for a trucking company for almost 10 years. Trucks on the road. … My husband Evan is still in it. It’s very demanding. I wanted something different. We knew one of us was going to own a business at one point. I wanted it to be in the pet industry. This is the one I picked because the food is entirely different. I believe in the food. I wasn’t a customer before. … Pet Wants, the all-natural healthy way in small batches, is the route people need with (pet) food. … The pet industry is relatively recession-proof because people need to feed their pets.”

What’s new? “We just added grooming.”

How much does the food cost? Dog food is $3.50 to $4.50 per pound and cat food is $3.80 to $5.50 per pound.

How much does a pet eat in a week? “It depends on the dog, but it’s about a cup to half a cup less than other food. … A lot of dogs get bored. My dog does. So, I mix lamb and chicken. … There’s no harm in rotating our food because it’s made the same way. The only thing that changes in the food is the protein.”

Are dogs picky eaters? “My dog won’t eat Science Diet anymore unless I put cheese on top.”

Are there other Pet Wants nearby? “The closest one is in northern Chicago near O’Hare (airport). She’s been open for seven years. There’s a mobile one in Arlington Heights.”

How was it being mobile only? “We had a climate-controlled storage unit. Then we had stuff at our house. It was a pain. … I didn’t have everything (for sale) that I have now. I added items when I got the store.”

How’s it going? “It’s going good. The hardest part is people knowing we’re here. We’re in a good spot on Ogden, (but) we’re also in a weird spot. If you’re driving east, you can see our sign. But Ogden is so busy. … Marketing is hard. … Social media has been huge. Instagram and Facebook.”

Is Naperville good for business? “I think so. People love their pets. There are a ton of pets in this area. It’s hard because we’re not downtown so we don’t have the foot traffic. The rent down there is crazy. … Naperville has a tightknit community, but Naperville is huge. The (Naperville area) chamber has helped.”

What are your hours? “Monday to Friday, 10 to 7. Saturday, 10 to 5. Sundays 11 to 3.”

Do you have employees? “No. It’s just me. Evan helps.”

Is there competition? “It depends on what people are looking for. Our biggest thing is the food. … We don’t want a ton of stuff (for sale).”

What do you like about this business? “All the dogs, first of all. Being part of the community and helping educate customers on the health and wellness of their pets, how certain ingredients can affect them. … I don’t mind being here every day.”

Any negatives? “Some days feel longer than others. … Trying to get more exposure is frustrating.”

Do you have any favorite stories? “The events are fun, going out, meeting people, meeting other vendors and other small businesses in other industries who are trying to promote themselves.”

What does a customer say? “We saw them at a farmers market. My dog, Finley, loves their food,” Rob Nowak, 39, of Lisle, said.

What’s your advice for someone starting a business? “Do your research. Definitely have a marketing plan prior to opening and then have a realistic budget. Really, just making connections. The more people you can meet out in the community, the more face time you get with people who know you and see who you are, get to know your personality, that helps a ton.”

If you know of a business you’d like to see to profiled in Down to Business, contact Steve Metsch at [email protected].

Steve Metsch is a freelance reporter for the Naperville Sun.